Being able to combine colors and modules of the fridge while accommodating one’s taste, the “BESPOKE” refrigerator shifted the paradigm of Korean consumer electronics market.

This ‘bespoke’ concept strongly appealed to customers that were tired of cookie-cutter products, with only white or metal panels.

Besides the product, there was also a need for a new approach on communication strategies. Unlike conventional forms of fridge campaign ads that focused on highlighting its new technologies or PODs, BESPOKE has been carrying out ad campaigns that melt the diverse lifestyles and tastes of the targeted audience, the Millennials and Gen Zs.